It Is Imperative For Chengdu Shoes To Build Direct Selling Mall.

Affected by the international financial crisis, the export of Chengdu's shoes has been affected, and the domestic market is becoming more and more important.

In order to help Chengdu shoes open the door to the domestic market, Wuhou District in the industrial park of Chinese women's shoes in China, create a "Chengdu shoe direct selling mall".

The mall is scheduled to open in April next year. At present, a group of the top 20 enterprises in Chengdu, such as the card companies, the flower morning moon, the Olympic gold lake, and snow Jiao, have been signed through the audit.

The phenomenon of women's white-collar workers in Chengdu is the city of women's shoes, but the shoe making industry is famous at home and abroad, but most of them are OEM production for some famous brands. However, it is hard to find "Chengdu shoes" in the local stores.

Luo Yayue is a staff member of a foreign trade company in Chengdu. Since 2007, she has collected more than ten friends and colleagues' needs in spring, and has made a group of women's shoes in some familiar shoe factories in Wuhou District.

Luo Yayue also noted that some well-known brands of women's shoes sold in Chengdu shopping malls were actually made in shoe factories in Chengdu, and then put on their own brands to enter the exclusive stores of the stores, and the prices doubled.

"Everyone who knows foreign trade knows that Chengdu shoes are good, but let us tell us the brand of Chengdu shoes.

Why can't Chengdu's shoes create their own brands to facilitate our customers to buy?

Embarrassed, the local market share is only 9%. According to the Research Report on "Chengdu made" in the retail terminal market, which was officially released by Sichuan Commercial Chain Association recently, the association investigates Wangfujing, department store, Maoming department store, Ito Yang hut, Ren Ren Yue, Beijing Hualian, Carrefour and many other department stores. Although Chengdu makes many industrial enterprises, the proportion of local footwear products purchased in Chengdu shopping mall is relatively low, occupying only about 9%.

Peng Jun, director of the industrial operation center of China Women's shoes capital, said that at present, Chengdu has more than 1700 shoe making enterprises with Wuhou District as its core, and women's shoes rank the third in the country.

But for a long time, most of the enterprises have been selling abroad instead of selling locally, laying a heavy label instead of creating brands, forming the market misleading of "nameless shoes in Chengdu". Chengdu women's shoes are often excluded from the local shopping malls, showing the phenomenon of "fragrant flowers outside the walls".

It is imperative for the export situation to turn to the inside market. "Export market" is obstructed, and the domestic market is not smooth. This is the real problem facing the shoe industry in Chengdu.

Peng Jun believes that in the face of the increasingly severe international financial crisis, the footwear industry in Chengdu is striving to open up domestic sales channels under the premise that quality is strong enough to protect the export market.

How big is the domestic market?

Sichuan, according to Wu Deqing, chairman of Prynne footwear industry, is the sum of the European and American markets, and the middle income group in 5 years will be equivalent to that of Europe and the United States.

The industry generally believes that the trade terminal is the core part of the industrial chain under the market economy of "producing and selling", which is the missing link in the industrial chain of Sichuan shoes. Although there are more than 1000 enterprises producing shoes every day in Wuhou District, the people can not find any place to buy local shoes.

In order to break this situation, Wuhou District will build a "Chengdu shoes direct selling mall" in the industrial park of China's women's shoes capital, and build up the highest professional footwear market in the western region of China, which will be the center of footwear trade center in Wuhou District.

Yesterday afternoon, the reporter went to Wuhou District China Women's Shoes Capital Industrial Park. At the entrance of the park, a 5 floor trading center is the location of Chengdu shoes direct selling mall.

The staff members of several shoe companies are making renovation plans at the trading center.

According to the introduction, the commercial planning volume of the mall will reach 100 thousand square meters.

The first phase of the plan is to pform the 1-3 floor into 200 or so shoe stores. "Chengdu shoes direct sale mall" is expected to calculate 4 next year, which is lower than the cost of shopping in the city store 50%. "This is an opportunity for Chengdu shoes," said Lin Hongjiang, marketing director of the card industry.

Lin Hongjiang calculated the accounts to reporters: under normal circumstances, large shopping malls that enter Chengdu need to pay a small number of entry fees, 30% of sales revenue will be returned to shopping malls, and at the same time, 10% of the marketing expenses will be borne.

"The mall, which is built by shoes, provides a lot of concessions and convenience for enterprises. These costs do not need, and can probably save 50% of the cost."

Lin Hongjiang said that the cost savings will be rebate to consumers and wholesalers through product differentiation pricing or promotional activities.

"It is not a dream for Chengdu citizens to buy cheap and fine Chengdu shoes."

In the interview, most of the footwear industry in Chengdu supports this attitude.

However, the industry also pointed out that in order to successfully build a professional market, it is also necessary for the competent authorities to work hard on the shopping environment and supporting facilities.

In terms of pportation, we can also consider opening a "shopping through train" to facilitate people to go shopping.

Yang Jing: editor in charge